Keywords
How to Cite
Abstract
This article offers new multidisciplinary research tools in the social sciences, within the scope of corporate decision-making regarding investment in neuromarketing studies. The objective is to build a barometer (dashboard) to support investment decision-making in this field, using both quantitative and qualitative tools. The universe is considered infinite due to its heterogeneity. Its quantification will be carried out by establishing a representative sample of the population, focused on marketing budget decision-makers, using stratified sampling according to different application sectors (B2B, B2C). Following the administration of surveys to decision-makers and considering this theoretical approach, the results demonstrate that this framework is useful for analyzing the effects of having indicators to assess investment in neuromarketing studies. Causes influencing decisions regarding advanced market research studies in neuromarketing are identified (reasons for purchasing neuromarketing studies and their usefulness), as well as the effects of investment KPIs in these studies (ROI and brand positioning). To this end, the results of the corresponding psychometric scales are analyzed and validated. The discussion focuses on ensuring the representativeness of variables in decision-making related to research budgets aimed at strengthening neuromarketing studies, given the scarcity of applied literature in this area addressing this object of study. Therefore, it is concluded that this research opens an exploratory line in social science methodologies, helping to strengthen neuromarketing as an advanced market research technique.
References
Andreu-Sánchez, C. et al. (2014). Situación del neuromarketing en España. Profesional de la información. 23, 2, 151–157.
Barrera Rodríguez, A. M., Duque Hurtado, P. L., & Merchán Villegas, V. L. (2022). Neurociencia y comportamiento del consumidor. Cuadernos latinoamericanos de administración, 18(35)
Botello Bermúdez, S. O., & Suárez Vega, K. T. (2018). Vista de tendencias de investigación en neuromarketing. Cuadernos latinoamericanos de administración, 15(27).
Braidot. (2010). Neuromarketing aplicado Nueva plataforma para la nueva generación de profesionales y empresas. España: Brain Decision.
Camerer, C. F., Loewenstein, G., & Rabin, M. (2004). Advances in behavioral economics. Russell Sage Foundation.
Crespo-Pereira V, Legerén-Lago B and Arregui-McGullion J (2020). Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations. Frontiers in Communication. Vol. 5.
Creswell, J. W., & Plano Clark, V. L. (2018). Designing and conducting mixed methods research (3rd ed.). SAGE.
Ghafoor, Q. A., & Alkhazraje, M. E. (2024). Neuromarketing Practices and Their Role in Raising the Efficiency of Marketing Performance: An Applied Study in the General Company for Cars and Machinery Trade/Al-Waziria. International Journal of Experiential Learning & Case Studies.
Glimcher, P. W., & Fehr, E. (2013). Neuroeconomics: decision making and the brain. Elsevier Inc 2nd ed., vol. 2.
González, M. B., & Fernández, A. B. (2022). Cognitive science and neuromarketing: academic research, emerging technologies and professional challenges. Icono 14, 20(2).
Hair, J. F., Page, M., & Brunsveld, N. (2020). Essentials of business research methods (4th ed.). Routledge.
Krishna, A. (2012). An integrative review of sensory marketing: engaging the senses to affect perception, judgment, and behavior. Journal of consumer psychology, 22(3), pp. 332 351.
Keshavarz, N., Nutbeam, D., Rowling, L., & Khavarpour, F. (2010). Schools as social complex adaptive systems: A new way to understand the challenges of introducing the health promoting schools concept. Social Science & Medicine, 70(10), 1467–1474.
Lee N, Broderick AJ, Chamberlain L. (2007). What is "neuromarketing"? A discussion and agenda for future research. International Journal of Psychophysiology. 63(2):199-204
Magro Magdalena, L. (2013). Marketing experiencial: una nueva tendencia del marketing. Máster Universitario en Administración y Dirección de Empresa. Universidad de Oviedo. http://hdl.handle.net/10651/13063
Malhotra, N. K., & Birks, D. F. (2020). Marketing research: An applied approach (6th ed.). Pearson.
McCabe, K. A., Rigdon, M. L., & Smith, V. L. (2003). Positive reciprocity and intentions in trust games. Journal of economic behavior and organization, 52(2), pp. 267–275.
Montazeribarforoushi, S., Keshavarzsaleh, A., & Zoëga Ramsøy, T. (2017). On the hierarchy of choice: an applied neuroscience perspective on the AIDA model. Cogent psychology, 4(1), pp. 1–23
Navarro, P., & Pallarés, C. (2025). Descubriendo los indicadores clave de medición en neuromarketing. Congreso CIMICS2025. Universitat Ramon Llull – Blanquerna & Universitat Internacional de Catalunya.
Olivar Urbina, N. (2023). El neuromarketing: fundamentos, técnicas, ventajas y limitaciones. Revista academia & negocios, 9(1), pp. 13–28.
Pauwels, K., et al. (2023). The Modern Marketing Dashboard: Back to the Future. NIM Marketing Intelligence Review, 15(1), 10-17.
Porter, T. (1995). Trust in Numbers: The Pursuit of Objectivity in Science and Public Life. Princeton University Press.
Quiles Pérez, M., et al. (2022). Data Fusion in Neuromarketing: Multimodal Analysis of Biosignals, Lifecycle Stages, Current Advances, Datasets, Trends, and Challenges. Information Fusion, Vol. 5.
Reimann, M., & Bechara, A. (2010). The somatic marker framework as a neurological theory of decision-making: review, conceptual comparisons, and future neuroeconomics research. Journal of Economic Psychology, 31(5), pp. 767–776.
Sanfey, A. G. (2007). Social decision-making: insights from game theory and neuroscience. Science (vol. 318, issue 5850, pp. 598–602).
Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson.
Schrage, M. (2019). Las estrategias inteligentes requieren KPI más inteligentes. Harvard Deusto Márketing y Ventas, nº 158, 54-60.
Shen, F., & Morris, J.D. (2016). Decoding Neural Responses to Emotion in Television Commercials. An Integrative Study of Self-Reporting and fMRI Measures. Journal of Advertising Research, 56(2), 193-205
Soldatenko, T., et al. (2022). KPI Dashboard for Customer Intelligence Tasks: Application and Significance for Business. Bulletin of Turan University, 1(1), 219-226.
Subramania Iyer. (2025). The Strategic Power of Neuromarketing in Business, Branding, and Product Design. Conference: CF '24: 21st ACM International Conference on Computing Frontiers.
Trejos-Salazar, D. F., Duque-Hurtado, P. L., Montoya-Restrepo, L. A., & Montoya-Restrepo, I. A. (2021). Neuroeconomía: una revisión basada en técnicas de mapeo científico. Revista de investigación, desarrollo e innovación, 11(2), pp. 243–260.
Wang, J., Alsharif, A. H., Abd Aziz, N., Khraiwish, A., & Md Salleh, N. Z. (2024). Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior. SAGE Open, 14(1).
Zurawicki, L. (2010). Neuromarketing: exploring the brain of the consumer. Springer Berlin, Heidelberg.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) 2025 Pilar Navarro Munoz, Chantal Pallares Segura (Author)